Create a Cross-sell Automation

   Tip: Select any of the images or GIFs in this article for a closer look.

Post-purchase automations are an effective way of re-engaging customers who have made a purchase with your post. 

In this article, we walk through how to create a cross-sell post-purchase automation.

What is a Cross-sell?


A cross-sell is suggesting or recommending products related to items a customer previously purchased.

For example, a shop that runs a special promotion on winter hats might recommend hats to customers who have previously purchased outerwear, such as a coat, scarf, or gloves.

How a Cross-sell Automation Benefits You


  • Automatically re-engage a customer who has previously made a purchase with your shop.
  • Offer a personalized experience with a product recommendation based on items they have previously purchased from your shop.
  • Increase your customers' average order value (AOV).

Choose Automation Trigger and Filters


Every post-purchase automation should start with the basics: Automation Trigger as Order Delivered and Cancellation Trigger as Checkout Started.

From here, you'll add a Trigger Filter, which allows you to specify which items Postscript should look for in previous orders. It's how Postscript will know which subscriber to pull into the cross-sell automation.

  1. Select Yes from the Trigger Filters drop-down.
  2. Select + Add Filter.
  3. Select the + Add Filter Field drop-down, then select Line Items.
  4. Select + Add Entry.
  5. Choose SKU or Product Title.
  6. Enter the SKU or Product Title of the item. 
    • With SKU, select the Equals refinement criteria and enter the SKU for the previously purchased item. You can add additional SKUs by selecting + Add Entry.
    • With Product Title, you can enter the item name. If you choose the Equals refinement criteria, then you will need to enter the exact name of the product. If you choose Contains, you can enter part of the item name (e.g., lipstick, kids, coat, etc.). This can be helpful if you want to target items in a collection.
  7. Select Save & Continue to Messages in the bottom-right corner of the page.

Create Your Message


You have flexibility when it comes to what you include in your cross-sell message and it will ultimately come down to what works best for your brand and your customers. We offer a few suggestions below.

  1. Set your Wait delay. Decide when you want your cross-sell message(s) to send once an order is delivered. Your options include hours, days, and weeks.
  2. Include a product photo. Since you are recommending a specific item, feature it in a product photo or GIF. Give customers a preview of the product that entices them to click your shop link.
  3. Add personalization with message tags. Add dynamic tags such as {first_name} so that the sent message populates with the subscriber's first name. It's a simple and effective way to build rapport and trust with your customers.
  4. Talk up the product. Tell customers why this recommended product is perfect for them. Does it complement a previous purchase? Enhance it? Let them know why they need it.
  5. Create a sense of urgency. Use your message copy to create a sense of urgency around the product. Popular examples include This offer expires at midnight! or These products are going fast—get yours before they're gone!
  6. Link directly to your store. Add a link to your shop so customers can quickly hop in, browse, or make a purchase straight from the text message.
  • Offer an incentive (not pictured). Whether you choose to offer an incentive might depend on the product, your margins, and/or your shop strategy. You can add a unique coupon code using the More drop-down that will auto-apply at checkout.

Once you Save your automation, make sure to select the Enabled toggle to turn the automation on.

Please note that including images, GIFS, and/or emojis will affect the number of available message characters, the message type, and the credits a message costs to send. You can learn more about credits and message types here.

Extra Resources


  • Fantastic Texts. Need some inspiration? Check out some real-life customers and how they interact with their subscribers regarding cross-sells.
  • Customize Your Message. Learn the ins and outs of message customization with this resource.
  • Postscript Roots. Level up your SMS skills with our quick walkthrough videos of Postscript features and tools.
  • 2021 SMS Emoji Trends Report. Learn about the most used and top-trending emojis based on analyzing millions of text messages. 👇 😍 🔥 👉 🎉 ✨ 🛍️ 🎁 🚨😇 💅 🦋 💞 😅 🦅🏌 ☎️ 🍃 ⚾ 👔

Get Support


Have questions? Please feel free to reach out to our wonderful Support team at support@postscript.io or via live chat. You can also submit a support request here!

Need ongoing channel strategy guidance? Please fill out this form and we'll connect you to one of our certified partners.

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